NBC's TODAY Was No. 1 Morning Show; Tops GMA in Key Demo
NBC News' TODAY was the number-one morning show last week topping ABC's "Good Morning America" once again in the key demo A25-54. TODAY has now won 68 straight weeks in the key demo (84 of 85 weeks), its best streak in more than four years. TODAY's A25-54 and A18-49 wins over GMA have reached five-year highs, and TODAY has grown its A25-54 advantage over GMA by 53%, season to date. TODAY has also cut the total viewer gap with GMA by 25% season to date (-177,000 vs. -237,000 last season). GMA posted its lowest key demo delivery since at least 1998.
Additionally, TODAY was the number-one morning show for the month of March, the February sweep and for the first quarter of 2017 in the key demo.TODAY HIGHLIGHTS:
Week of April 10
| Net | HH Rtg |
HH Shr |
P2+ Imps |
P18-49 Rtg |
P18-49 Imps |
P25-54 Rtg |
P25-54 Imps |
| TODAY | 2.90 | 12 | 4066 | 0.90 | 1155 | 1.26 | 1515 |
| CBS THIS MORNING | 2.59 | 10 | 3575 | 0.55 | 702 | 0.84 | 1010 |
| GOOD MORNING AMERICA | 3.14 | 13 | 4247 | 0.72 | 929 | 1.07 | 1289 |
For the week, TODAY averaged 1.515 million A25-54 viewers, outperforming GMA by +226,000 (+18%) and CBS by +505,000 (+50%)
- TODAY has ranked #1 among A25-54 viewers for 68 consecutive weeks (best streak in over four years) and 84 of the last 85 weeks
- TODAY posted its best demo advantages over GMA and CBS in three weeks
- Versus GMA, TODAY's A25-54 advantage improved by 79% week-to-week (+226,000 vs. +126,000 prior week) and by 23% year-over-year (+226,000 vs. +183,000 last year)
- TODAY delivered a 1.26 A25-54 rating, +0.19 points ahead of GMA and +0.42 points more than CBS
- GMA posted its lowest A25-54 delivery since at least 1990
TODAY averaged 1.155 million A18-49 viewers, +226,000 (+24%) more than GMA and +453,000 (+65%) higher than CBS
- TODAY posted its best A18-49 lead over GMA in three weeks and over CBS since the week of 3/13/2017
- TODAY improved its A18-49 advantage over GMA by 55% week-to-week and by 53% versus the same week last season
- TODAY's 0.90 A18-49 rating led GMA by +0.18 points and CBS by +0.35 points
TODAY averaged 4.066 million total viewers, leading CBS THIS MORNING by +491,000 (+14%)
- TODAY narrowed GMA's total viewer lead by 38% week-to-week (-181,000 vs. -290,000 prior week)
- TODAY trailed GMA by just -181,000 viewers, its narrowest in three weeks
Season-to-date:
TODAY ranks #1 among A25-54 viewers and A18-49 viewers
- TODAY's A25-54 and A18-49 leads over GMA have reached five-year highs
- TODAY has increased its A25-54 advantage over GMA by 53% vs. last season while its A18-49 lead over GMA has improved by 10%
TODAY's total viewer gap vs. GMA has been reduced by 25% (-177,000 vs. -237,000 last season)
Videos